We don’t want any publicity, thank you

Today in my role as business journalist, I phoned to ask a professional firm for some industry comment. The receptionist came back and said they didn’t want to provide any. That was fine with me, because three other firms did want to respond.

Now those three other firms are likely to have their names mentioned in a newspaper for their clients and other businesses to see.

Is that worth anything to them?

Perhaps when someone is thinking of consulting a professional they will remember the names from the article or recognise one of the experts quoted from their accompanying photograph. A new client could generate £500 a year, £5,000 a year, possibly repeated year after year. And all for a few minutes to make a general comment.

I’d recommend making the most of any media opportunity like this. Some businesses are desperate to get into the press, so grab the chance if a journalist calls you.

If you’re worried about what to say, why not prepare an A4 sheet of paper that you can print out on paper or display on your PC if you do get called?

Add bullet points with basic information about what you do in your business. Then, if you start talking and lose your thread, you can use it as a prompt to return you to your point. You could even prepare sheets for different topics. And remember to add your name, title, business and web site or contact details. Make sure you get credited for your comment.

If journalists get to know that you are prepared to comment, they are more likely to call you. Then your name and your business will appear in media articles regularly and raise awareness.

What is that worth to you?

Posted via email from z2zine

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